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What does it take to build and Online Community?   Using Social Networking to Promote the Physical Activity Guidelines Ana...
Trends and Statistics <ul><li>Social Networking Sites &  </li></ul><ul><li>Online Communities </li></ul>
SNS Trends and Statistics <ul><li>One in three Americans  have a profile on a  Social Networking Site . </li></ul><ul><li>...
First and Last Graph  <ul><li>Different social networks have a greater appeal for different age groups… </li></ul>–   MySp...
Characteristics of an Online Community <ul><li>They are continuous, not temporal - there is a core membership that interac...
Examples of  Professional Online Communities Jewelers & Consumers IT professionals Education & Training Professionals
Nancy White, in  Online Communities <ul><li>“ Because of the socially constructed nature of learning, communities of pract...
Reflections <ul><li>Be Active Your Way Online Community </li></ul>
Our Vision  <ul><li>Providing a virtual space for our Supporter Network to: </li></ul><ul><li>Network  (across geographic ...
Our (iterative) Process <ul><li>Develop functionality requirements </li></ul><ul><li>Conduct user-testing (2 rounds) </li>...
Functionality = Features <ul><li>Planned </li></ul><ul><li>Individual (and searchable) profiles </li></ul><ul><li>Library ...
Taking a Peek at our Pilot
Taking a Peek at the Profiles
Lessons Learned <ul><li>Need to invest a LOT of time early on </li></ul><ul><ul><li>Usability / features just right </li><...
Great Potential <ul><li>Opportunity to engage stakeholders in an ongoing basis and on a more personalized basis </li></ul>...
Other Social Media Tools <ul><li>E-cards and a widget too </li></ul>
Healthfinder e-cards
Healthfinder e-cards
Healthfinder e-cards
Healthfinder e-cards
<ul><li>Thank you  </li></ul><ul><li>[email_address] </li></ul><ul><li>Be Active Your Way! </li></ul>
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What does it take to build an online community? Using Social Networking to Promote the Physical Activity Guidelines

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Presented on August 13, 2009 at the CDC National Conference on Health Communication, Marketing, and Media

Presentation covers

1. Trends and Statistics of social networking sites overall and online communities

2. Be Active Online Community development and lessons learned
3. Showcase of our other social media tools

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What does it take to build an online community? Using Social Networking to Promote the Physical Activity Guidelines

  1. 1. What does it take to build and Online Community? Using Social Networking to Promote the Physical Activity Guidelines Ana Tellez, APTR eHealth & Policy Fellow Office of Disease Prevention & Health Promotion (ODPHP) U.S. Department of Health & Human Services August 13, 2009
  2. 2. Trends and Statistics <ul><li>Social Networking Sites & </li></ul><ul><li>Online Communities </li></ul>
  3. 3. SNS Trends and Statistics <ul><li>One in three Americans have a profile on a Social Networking Site . </li></ul><ul><li>75% of online adults between ages 18 and 24 have a social network profile, as do 57% of wired adults between 25 and 34. </li></ul><ul><li>Top 3 social media sites in 2008: Blogger (222 million unique worldwide visitors) , Facebook (200 million unique worldwide visitors) , and Myspace (126 million unique worldwide visitors). </li></ul>
  4. 4. First and Last Graph <ul><li>Different social networks have a greater appeal for different age groups… </li></ul>– MySpace – – Facebook – – Flickr – – LinkedIn –
  5. 5. Characteristics of an Online Community <ul><li>They are continuous, not temporal - there is a core membership that interacts together over a long period of time. </li></ul><ul><li>Communities gather around a concept or common goal. </li></ul><ul><li>Communities take on various conversations and activities, led by different members over time. </li></ul><ul><li>People within communities get to know each other and interact regularly without centralized facilitation. </li></ul><ul><li>Community leaders emerge over time </li></ul>
  6. 6. Examples of Professional Online Communities Jewelers & Consumers IT professionals Education & Training Professionals
  7. 7. Nancy White, in Online Communities <ul><li>“ Because of the socially constructed nature of learning, communities of practice go far beyond mere information exchange. Members take risks to share both their knowledge and challenges. Reputation places a person in either the core or periphery of a group. Social capital is the currency. Trust, identity and the influence of leadership all affect a learning community.” (White, 2003) </li></ul>
  8. 8. Reflections <ul><li>Be Active Your Way Online Community </li></ul>
  9. 9. Our Vision <ul><li>Providing a virtual space for our Supporter Network to: </li></ul><ul><li>Network (across geographic regions and interests) </li></ul><ul><li>Share information (best practices, lessons learned) </li></ul><ul><li>Collaborate (leverage resources) </li></ul><ul><li>Innovate ( develop new promotion strategies) </li></ul><ul><li>Obtain news and information from across the federal government on physical activity </li></ul>
  10. 10. Our (iterative) Process <ul><li>Develop functionality requirements </li></ul><ul><li>Conduct user-testing (2 rounds) </li></ul><ul><li>Conduct a pilot with a cohort of established contacts </li></ul><ul><li>Develop some more! </li></ul>
  11. 11. Functionality = Features <ul><li>Planned </li></ul><ul><li>Individual (and searchable) profiles </li></ul><ul><li>Library of resources (for and by users) </li></ul><ul><li>Blogs (for and by users) </li></ul><ul><li>Message boards </li></ul><ul><li>Wiki </li></ul><ul><li>Calendar of events </li></ul><ul><li>Identified after pilot </li></ul><ul><li>Inmail – private messages between members </li></ul><ul><li>More multimedia </li></ul>
  12. 12. Taking a Peek at our Pilot
  13. 13. Taking a Peek at the Profiles
  14. 14. Lessons Learned <ul><li>Need to invest a LOT of time early on </li></ul><ul><ul><li>Usability / features just right </li></ul></ul><ul><ul><li>Purpose / content drivers </li></ul></ul><ul><li>Users have certain expectations of Social Networking Site features </li></ul><ul><ul><li>Features </li></ul></ul><ul><ul><li>Privacy options </li></ul></ul><ul><ul><li>Multiple points of access </li></ul></ul><ul><li>Content and context management is key </li></ul>
  15. 15. Great Potential <ul><li>Opportunity to engage stakeholders in an ongoing basis and on a more personalized basis </li></ul><ul><li>Opportunity to institutionalize Guidelines in messaging across a wide range of organizations </li></ul><ul><li>Opportunity to centrally disseminate federal resources about physical activity </li></ul>
  16. 16. Other Social Media Tools <ul><li>E-cards and a widget too </li></ul>
  17. 17. Healthfinder e-cards
  18. 18. Healthfinder e-cards
  19. 19. Healthfinder e-cards
  20. 20. Healthfinder e-cards
  21. 21.
  22. 22.
  23. 23.
  24. 24. <ul><li>Thank you </li></ul><ul><li>[email_address] </li></ul><ul><li>Be Active Your Way! </li></ul>

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